Women's fashion "Snow Lotus" substantive change to go multi-brand operation

As the first textile group in China to produce and sell cashmere products, and 45-year-old cashmere brand “Big Sister”, Saussurea has set up a few hundred square meters of booths in the W4 Women’s Pavilion, and announced to the industry in high profile. In 2009, we will soon launch a natural ready-to-wear brand --- Lian Sang, and a series of textile accessories --- "Snow Lotus Natural Decoration Spinning."

"Veteran" Saussurea is embarking on a single brand to the serialization of extension, single-brand strategy to multi-brand strategy to expand the brand transformation and development.

Newly promoted Lian Sang's promotion of "slow life"

The mainstream consumer group of Lotus Yard is mature and intellectual women aged 30-40 years, emphasizing the classic and simple style, pursuing slow fashion and all-natural high-quality fiber materials.

This year, Saussurea will launch its new brand, Lotus, and its image will be displayed for the first time at CHIC2009. The product ordering will be held in May.

Lotus is an important step in the implementation of brand extension and brand diversification strategy by Saussurea. Its birth was based primarily on the foundation of snow lotus, which can be seen from its name. The so-called lotus shows the relevance of snow lotus, cashmere, and fashion.

According to the introduction, Lian Sang focused her eyes on middle-aged and urban intellectual women aged 30-40. Such a group of consumers, who have more and more feelings about life, have matured or are becoming more mature. At this age, they gradually began to fade their lustrous and courageous passions, but they became subtle and dignified. Mind the knowledge. If women in their twenties are full of vigor, visible, and pure beauty, women at this stage are mature and beautiful both from the inside out. Due to considerable life experience and sentiment, this consumer group has also begun to pay more attention to health and aspire to a harmonious lifestyle. They are more concerned with the quality of life and pay more attention to the enjoyment of elegance. Lotus Sang serves such a group of people.

Zhang Xin, Head of Brand Marketing at Saussurea, said: “Late fashion” and “slow life” are the “slow fashion” and “slow life” that Lotus Couture brings to consumers. It emphasizes the classic and simple style, pursues the harmony of mind and nature, and pays attention to the sustainable lifestyle. Combined with urban real life.

Newly promoted Linsang natural clothing brand series, its spring and summer products to natural fiber - cotton, linen, silk-based, autumn and winter products to the top cashmere, velvet, suede-based. At the CHIC 2009 exhibition, its thick and long needle-knit cardigan sweaters and other products attracted many customers with soft colors, simple and elegant styles, and comfortable feel.

Zhang Yu pointed out that the lotus skirts originated from Saussurea. Its product characteristics are a continuation on the basis of snow lotus cashmere. It emphasizes a lifestyle and attitude towards life. Therefore, it will use a large number of raw materials such as cotton, linen, fur, silk, etc. Cashmere, of course, is also a very important part of it. The lotus skirt also emphasizes a noble, natural warmth. In this way, we can better highlight the unique features of Lotus. And differentiation is one of the most important factors for the brand's long-term development.

As for why he loves the "slow fashion" style, Zhang Jian made such an explanation: At present, there are roughly two popular trends in the world, "fast fashion" and "slow fashion." From the development of the past few years, the development of fast fashion has become more and more popular. However, after the outbreak of the financial crisis, the development of fast fashion has been affected. Because in the context of the financial crisis, because of the reduction in consumer spending, the number of times they have purchased products has decreased, and thus there has been a phenomenon of “fast fashion unhappiness”.

Some cashmere products have gradually begun to be affected by fast fashion trends in the past few years. Objective analysis, to give fashion elements of cashmere products is not wrong, but to create a real cashmere brand, you must also start with the fiber characteristics of cashmere itself. With cashmere, which is called "soft gold," its products are first emphasizing high added value. However, with high value-added products, it cannot be requested with the fast and fashionable series of standards. Otherwise, the sense of high quality and high value of cashmere will not be truly reflected.

So for cashmere products, it should emphasize more on a slow fashion. This slow fashion means an endless level of elegance and dignity, which means a high grade. The lotus skirts originating from snow lotuses naturally chose this style. This feeling needs to be settled down to the heart and soul, to really feel, take a long time to feel, rather than just wearing a season like fast fashion products can be abandoned. What Lotus must do is to focus on elegant, simple design to interpret the connotation of slow fashion.

In terms of channels, according to the introduction, Lian Sang will choose to enter department stores in China's first-tier and second-tier cities. Zhang Hao said: "This year, the lotus dress shop will be targeted for rapid opening."

In fact, the industry has always emphasized that the channel is king. The first thing to do here is this layer of meaning. In the case of relatively limited store resources in the market, if a new brand wants to quickly open up the market, it must first have a batch of energy. Stores that support brand sales. Zhang Hao said: "For any brand, to enter a new industry is hoping to become a leader, or at least not a laggard, so, Lian Sang must first establish their own channels."

In addition, the launch of a new brand, especially the expansion of the single-brand brand to a ready-to-wear brand and the extension of serialization, is also very important in the allocation of resources such as R&D, brand management and marketing.

According to the introduction, Lian Sang has now formed a very professional team.

In terms of design, Saussurea fully integrated international resources and hired outstanding designers from Italy and France. In order to better open the market situation of Linshang and bring the brand to the market, Xuelian also hired talents from the market such as marketing, market development, and brand planning to form a professional management team for Lianshang.

In fact, Zhang Hao himself is a good example. Newly joined Xuelian, he once served a number of well-known international and domestic apparel companies. He has rich experience in brand operations, and his brand management philosophy is also more market-oriented and his ideas are clearer. During the interview, he also repeatedly stressed that the requirements for branded terminal stores are very high, emphasizing that brand operations should pay more attention to long-term lines. Of course, as the middle and senior managers of the brand, these qualities must be possessed, and this is exactly why Zhang Hao can be selected by Saussurea.

Jewelry series "Snow Lotus Natural Decoration" will also be unveiled

At the same time as the introduction of the natural clothing brand Lincang, Saussurea will also launch a new series of accessories this year, named "Saussurea natural decorative textile." As the name implies, it is mainly for various types of natural textile accessories.

Its textile accessories products include all types of men and women long scarf, square, shoulders, gloves, hats, Socks and so on. According to the introduction, its 2009 autumn and winter products will be divided into warm series, fashion series and classic series. Among them, the fashion series of scarves will present a variety of colorful, changeable and well-designed floral motifs, the classic series of scarves use a variety of stripes, heavy colors, mostly black, vermilion, dark green, light coffee and Deep coffee and so on. According to the introduction, due to another product line, jewelry series products are designed independently.

In terms of channels, the textile accessories series will also be divided into regions, which will be sold separately in the jewelry area or knitting floor in the shopping malls. A small number of these products will also be sold in the “Sausage Life Pavilion”.

The reason why they choose to focus on sales in these two regions is, Zhang Hao said: The current mall sales show a certain concentration effect, for example, the mall opened up a special appliance area, jewelry area, underwear area and so on. This method of aggregating sales is highly targeted and can provide consumers with great convenience. Taking the jewelry area as an example, it will not only enable consumers to quickly select favorite textile accessories, but also provide consumers with a full set of jewelry solutions. Therefore, the series of textile accessories introduced by Saussurea selected such areas for sale.

For the significance of snow lotus involved in the field of textile jewelry, Zhang Hao made such an analysis: The current development trend of jewelry is very good. Saussurea as a high-quality natural knitwear brand mainly based on cashmere fibers, the production of winter series of accessories products has natural advantages, at the same time, the introduction of jewelry series, but also can further enrich the Saussurea product line, jewelry will become a decorative consumer Saussurea population A bright spot for dress code. “I hope that through the introduction of this series of products, we can meet the matching needs of the Saussurea target population on different occasions and satisfy their changing mood.”